Carne Baixo Carbono: desafios na produção sustentável e consumo consciente entre os consumidores do Rio de Janeiro

Resumo

Abstract  The perception and purchase intention regarding “Low Carbon Brazilian Beef (LCBB)” was evaluated through an online survey was conducted with 851 beef consumers residing in the state of Rio de Janeiro, Brazil. Free Word Association was used by asking participants to describe the first four words that came to mind when faced with the stimulus “LCBB”. The conjoint analysis was then used to investigate the intention to buy beef, considering different factors on the label, in two experimental conditions: With and without information on the definition of LCBB. Environmental associations were most reported by women, people aged 46 to 65, those with higher educational levels and family income. Access to information about LCBB increased purchase intention, but price was the most determining factor. Furthermore, the claims associated with sustainability and animal welfare were attributes that were perceived positively. However, we found that consumers do not associate environmental aspects with the sensory quality of meat. The incisive communication actions must be created to deconstruct the consumer’s perception that the advancement of sustainable livestock farming will not negatively impact the taste of meat and, consequently, the well-being of consumers themselves.

Keywords:
consumer; low carbon livestock; sustainability; conjoint analysis; free word association